Accelerating Sales withIntegrated MarketingJenny Vance, PresidentLeadJen
How MarketingIntelligence ImpactsCompany Financingby Jenny Vance, President LeadJen
Customer ExampleOutsourced IT Helpdesk provider• Focus industries• Healthcare• Retail – both franchise and non-franchise• ...
Where to start?• Fastest way to revenue• Look at existing sources of quality data• Segment, segment, segment• Leverage seg...
Invest in more data
Awareness CampaignAudience:1. Made contact, no appointment.2. No contact made.Awareness Email 1Awareness Email 2 2 weeks l...
Lead Scoring• Profile score• Account relevance – industry, revenue, employee size• Title relevance – Director/VP or above•...
Adjust Tele-prospecting Strategy• Lead Score• Send for follow-up based on behavior score• Higher scores, more attempts• In...
Drivers for Integrated Program• Smaller deal size or CLV• More market coverage more quickly• 6 calls per prospect doesn’t ...
Actual ROICampaign NameTotalCost perappointmentTotal CostpercampaignTotal #OpptysCreatedValue of AllOpptysCreatedROI ofCam...
LeadJen Integrated Marketing SupportSchedule a meeting with Jennyand your CAM to learn more!
"Start Your Sales Engine! Accelerating Sales With Integrated Markeing, Marketing Automation and Lead Generation" Jenny Van...
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"Start Your Sales Engine! Accelerating Sales With Integrated Markeing, Marketing Automation and Lead Generation" Jenny Vance: President LeadJen

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In the race to win customers, marketing and sales need to work together like a well-coordinated pit crew. Jenny Vance demonstrates how companies can rev up sales easily by integrating marketing, automation and telemarketing.

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"Start Your Sales Engine! Accelerating Sales With Integrated Markeing, Marketing Automation and Lead Generation" Jenny Vance: President LeadJen

  1. 1. Accelerating Sales withIntegrated MarketingJenny Vance, PresidentLeadJen
  2. 2. How MarketingIntelligence ImpactsCompany Financingby Jenny Vance, President LeadJen
  3. 3. Customer ExampleOutsourced IT Helpdesk provider• Focus industries• Healthcare• Retail – both franchise and non-franchise• Other service areas• Field service – Windows XP sunset• Helpdesk consulting
  4. 4. Where to start?• Fastest way to revenue• Look at existing sources of quality data• Segment, segment, segment• Leverage segments from telemarketing• Don’t over complicate• Leverage content via the blog to test strategies• Start with a simple campaign structure• Capture telemarketing outcomes in apurposeful way• Existing complimentary and/or competitive solutions
  5. 5. Invest in more data
  6. 6. Awareness CampaignAudience:1. Made contact, no appointment.2. No contact made.Awareness Email 1Awareness Email 2 2 weeks laterSpeak to us Now!More information; FS, SD, or SDCUnsubscribe No action.Education Campaign2 weeks laterSpeak to us Now!More information; FS, SD, or SDCUnsubscribe No action.Audience:1. Appointment, no closed sale based on pain point from Discovery call2. Contacts from Awareness Campaign based selected “more information” and trigger intocampaign either immediately or one day later.Triggered Alerts to Call Team for follow-up!Awareness Email 3Awareness Email 4Awareness Email 5Awareness Email 6Awareness Campaign continues to flowusing structure outlined above.Field Services Email 1 Service Desk (SD) Email 1 SD Consulting Email 11 weeks laterSpeak to us Now!Unsubscribe No action.1 weeks laterSpeak to us Now!Unsubscribe No action.1 weeks laterSpeak to us Now!Unsubscribe No action.1 weeks laterSpeak to us Now!Unsubscribe No action.1 weeks laterSpeak to us Now!Unsubscribe No action.1 weeks laterSpeak to us Now!Unsubscribe No action.Field Services Email 3 Service Desk (SD) Email 3 SD Consulting Email 3Field Services Email 4 Service Desk (SD) Email 4 SD Consulting Email 4Education Campaign continues to flow using structure outlined above.Service Desk (SD) Email 2 SD Consulting Email 2Field Services Email 2
  7. 7. Lead Scoring• Profile score• Account relevance – industry, revenue, employee size• Title relevance – Director/VP or above• Tele-prospecting should pre-validate profile score and add to itas well• Capture other attributes• Ever outsourced helpdesk before?• Have you completed migration from Windows XP?• Behavior score – digital body language• Opens and clicks• Integrated web analytics• Pages visited• Time on site/page
  8. 8. Adjust Tele-prospecting Strategy• Lead Score• Send for follow-up based on behavior score• Higher scores, more attempts• Infuse digital body language intoscripting• Specific scripting points and calling cadence• Capture more information to impactlead score
  9. 9. Drivers for Integrated Program• Smaller deal size or CLV• More market coverage more quickly• 6 calls per prospect doesn’t always make fiscal sense• Large, horizontal market• Help focus on top responding industries more quickly• New products to market, new verticals• Infuse tele-prospecting and test different calling cadences
  10. 10. Actual ROICampaign NameTotalCost perappointmentTotal CostpercampaignTotal #OpptysCreatedValue of AllOpptysCreatedROI ofCampaign2009 EHR Inactives $579 $11,571 14 $403,195 3485%2010 Payer Inactives $394 $6,297 2 $33,750 536%2010 ImagesUpsell $273 $4,091 1 $2,500 61%2010 No Campaign $409 $2,043 2 $10,938 535%2011 CampaignEMR $783 $11,746 14 $242,597 2065%2011 Rx EMR $259 $13,195 63 $248,921 1886%2011 ProviderCampaign $395 $8,698 5 $32,348 372%
  11. 11. LeadJen Integrated Marketing SupportSchedule a meeting with Jennyand your CAM to learn more!

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